Keyword reserch 'blends' to much. How to decide on focused landing pages?

[isaac663]

Hi guys.

I work for stationery company.  We make personalised diary products, but recently we've expanded into binding services/ printing services.

I've been doing some keyword research around these new services we offer, but i'm struggling to 'separate them out' into focused areas that we can then apply to our landing pages.

In the images i've attached you can see how the keywords naturally fall into groups (and were generally in different groups in Ad words) but they also overlap somewhat.  E.g) There's a 'Book binding service' group as well as 'print and binding' group...they're different but overlap.  Another example would be 'Book binding' groups and 'leather book binding' group....so on and so forth.

So... do you think there should there be a landing page for each group (and therefore having some keyword cannibalisation), or should I try be more broad trying to capture the searches within 1 or 2 landing pages?

Make sense?

Sorry I know it's kinda open ended question... but i'm struggling with this one

Hope you can help.

Isaac.

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[MattRoney]

This is a pretty general answer, but just try to think of what would be the most helpful to your customers, in the absence of the search engines. Does "leather book binding" need it's own page to best communicate to your customers? Is that the most natural term, the one you'd use if you were talking about book binding with leather? Then go for it.

If "book binding service" is different enough from "print and binding" to warrant different content, then go ahead and give them each their own page. If not, then don't worry about it. The search engines are advanced enough to pick up on intent and synonyms to a reasonable degree.

I recommend it all the time—like, I think I recommended it to someone less than 5 minutes ago—but I love Cyrus Shepard's "Keywords to Concepts" for how well it explains the concept of topical keyword research. If you haven't read it, it may clear some things up for you.

[isaac663]

Yeah good call, thanks.

The link to the 'Keywords to concepts' content was really useful.

Isaac.